INDUSTRY:
UI/UX Design
YEAR:
2025 - Present
TOOLS:
Figma, Adobe Suite
MY ROLE:
Product Designer
about
Upelo is a SaaS platform that helps restaurants launch and manage their own branded ordering apps without technical complexity. Built to reduce dependency on third-party delivery platforms, Upelo enables restaurants to own their customer relationships, branding, loyalty, and direct sales.
research
We conducted surveys, interviews, and competitor research to validate product-market fit, understand pain points and needs of restaurants and end-users, and assess global opportunity.
Quantitative data showed what was broken, but qualitative insights revealed why. Restaurants want ownership, not just orders, and customers want value, not just convenience. Bridging this gap became the core motivation behind Upelo.
user personas
Based on the research, I created two user personas to guide prototype development. These personas have been pivotal in driving design and testing phases, ensuring alignment with project goals.
competitive analysis
SWOT analysis
The SWOT analysis highlights Upelo’s strong positioning as a brand-first, direct-to-customer platform in a market dominated by aggregator-led models.
By focusing on seamless onboarding, predictable SaaS pricing, and a superior branded experience, Upelo can capture restaurants seeking control and customers seeking more personalized, rewarding interactions.
Upelo’s success will depend on maintaining its UX-led differentiation and proving measurable business impact for restaurants through higher margins, repeat orders, and stronger brand loyalty.
affinity mapping
There is a strong opportunity for a direct-to-consumer, brand-owned app ecosystem
prioritization with MOSCOW method
📌 FOCUS AREA
Instant App Preview & Template Customization
Given the scale of the project and the number of deliverables involved, I chose to highlight the Instant App Preview flow in this case study, as it was the area I enjoyed working on the most—particularly exploring diverse design styles, branding systems, and dynamic previews.
User Journey
Sketch & Wireframes
Branding and Style Guide
Designed scalable dashboard interfaces using the Snow UI Design System, enabling consistent and streamlined SaaS platform management.
Built the consumer app experience using a flexible Material Design System, allowing dynamic adaptation across different restaurant themes and template variations.
Through research and iterative exploration, I observed that restaurant owners rarely think in terms of individual UI components, they think in brand personalities.
To reflect this mental model, the templates were organized into three expressive design styles: Modern, Quirky, and Heritage, each further refined into three sub-styles that balance clarity with creative range.
Rather than designing fixed templates, I built visual systems where typography, button geometry, card treatments, icon styles, illustration, spacing, and motion adapt cohesively within each sub-style.
The app preview updates instantly across all nine combinations, allowing owners to explore confidently without fear of making irreversible decisions.
A dynamic color system, derived from brand logos or inputs, persists across style and mode changes, ensuring visual consistency while supporting light, dark, and contrast themes.
Moodboards
Building Blocks
Style Variations
Demo Screens
Working on Upelo helped me understand the importance of designing systems instead of just individual screens. Features like instant app previews and dynamic branding helped build confidence and made the platform feel more approachable.
